Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.

1. Seminar 8
Managing Marketing Processes
----
Branding and Digital Marketing
Robin Teigland & Paola Peretti
Master of General Management
Stockholm School of Economics
September 23, 2013

2. Seminar 8 Overview
 Branding in the digital age – What is it and Why
is it important?
 Group assignment > Written feedback
 Guest Speaker, Tobias Brandt, Digital Strategy
Director
 http://www.grow.eu
2

3. Marketing Plan
3

4. QUICK RECAP…
MARKETING
4
• Organizational
Function
• A Set of Processes
FOR
CREATING COMMUNICATING DELIVERING
VALUE
CUSTOMERS &
STAKEHOLDERS

5. Challenges

6. So,
what does
BRANDING
mean today?

7. The Branding Evolution
 Your brand is the recognition that, in your
particular marketplace, you have actually
stated the value of your product/service
in terms that resonate with your customer.
 The value of your product/service is
unmistakably yours. Why?
 Because your “brand” is the representation of
your unique competitive advantage.
7

8. The Branding Evolution
 Like so much in marketing, brand development has
evolved over the past 20 years. Originally branding
was synonymous with the visual interpretation
and representation of a business. The symbol or
logo was the manifestation of a company’s essence, as
presented in advertising, promotions,on trucks,
uniforms, signage…
 Over time, businesses have become much
more sophisticated in how they represent
themselves, both internally and externally.
 Today,the word “brand” connotes a range of
emotive connections to the entity behind the
brand.
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9. FIRST 100 DAYS…ONLY
DIESEL “BE STUPID” MARKETING
CAMPAIGN

10. No longer can brands expect to “tell” and
“sell” in their marketing communications and
be as effective as they once were.
To be effective with a digital consumer,
brands must seek to build relationships with
them by creating experiences that make
them WANT to engage your brand.
Branding in the digital age

11. Evolution of the Web

12. The Rise of Social Media
BASIC DEFINITION:
“the use of electronic and
Internet tools for the purpose
of sharing and discussing
information and experiences
with other human beings..”
(Tuten & Solomon, 2013).
3 Elements to consider:
• SOCIAL: our social lives
• MEDIA: social community
media (Facebook), social
publishing media (YouTube),
social commerce media
(TripAdvisor), social
entertainment media (Zynga)
• NETWORK: the
interconnections between the
members of the community

13. The digitalization of the world
Jobber, 2007

14. The new CONSUMER
BEHAVIORS
Social Media Around the World, InSites Consulting (2012)

15. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
vs.
QUICK RECAP: Branding in the digital age…

16. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
vs.
From one-way messaging to consumers… to
developing a two-way (or more) dialogue with them.

17. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
vs.
From extending a “look and feel” online to creating
experiences for consumers to engage with.

18. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-High
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-Create
vs.
From addressing consumers as a mass audience, to
leveraging the fact that they are a community.

19. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-high
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-create
vs.
From being passive in our communications to them,
to encouraging interactivity.

20. Brand Image
(what are you telling me)
Brand Engagement
(how are you involving me)
vs.
This mindset shift should be at the heart of every part
of our business and marketing strategy.
Messaging
Static
Promising
Look and feel
Fantasy
Advertising
Audience
Consistency
Image
Passive
On-high
Dialogue
Dynamic
Delivering
Experience
Authenticity
Culture
Community
Coherence
Currency
Interactive
Co-create

21. THUS MARKETING HAS TO EVOLVE….

22. How DID wrigley
launch a new CHEWING gum?
A good example?

23. IMPLICATIONS FOR MARKETERS:
Key dimensions of the digital age
AUDIENCES
TECHNOLOG
Y
MARKETING
APPLICATION
S

24. SO THAT’S WHY….

25. MY FAVORITE DEFINITION:
PARSONS (1998)

26. DIGITAL MARKETING
OBJECTIVES

27. Digital Marketing:
Approach & methodology
Peretti (2011)

28. LISTEN
> For marketing managers it is increasingly important to LISTEN and
understand the target audiences, as there are significant changes
taking place resulting from more and more interactions between
organizations and their audiences via digital technology.
Examples of activities:
1. Website analysis
2. Online media consumption
3. Social media conversation
4. Customer channel usage
5. Influencers map
6. Online buyer behaviors

29. CONNECT
> The Internet and mobile applications provide innovative options to CONNECT
for digital marketers: communications can be interactive, animated,
personalized and instantaneous. There are digital channels and digital
promotions tools that

30. ENGAGE
 ENGAGEMENT: “Level of an individual customer’s
motivational, brand related and context dependent state of
mind, characterized by specific level of cognitive, emotional
and behavioural activity in direct brand interaction” (Hollebeek,
2011)
It is important to ENGAGE during all stages of the customer
experience:
1. Pre-purchase: relationship process
2. Purchase experience
3. Post-purchase: loyalty
4. Ongoing online: social networks
5. Co-creation

31. ADVOCACY
 In electronic commerce, online advertising and digital marketing, a
brand ADVOCATE is a person, or customer who talks favorably
about a brand or product, and then passes on positive word-of-
mouth (WOM) messages about the brand to other people.
 Possible outputs:
1. Awareness
2. E-WoM
3. Earned Media (or free media)
4. Reputation
5. Ranking
6. Sales